Samsung Automatic Washing Machine

Table of Contents

Executive Summary:...................................................................................................................................... 2
Product Category: (Abraham) ....................................................................................................................... 2
Need .......................................................................................................................................................... 2
Usage......................................................................................................................................................... 2
Benefits ..................................................................................................................................................... 2
Motivation................................................................................................................................................. 2
Brand Communications (Sreelakshmi) .......................................................................................................... 2
Magazine Ad – 1 Newspaper Ads – 2 Television Commercial – 2 Other communications ...................... 2
Consumer level data (Anoop) ....................................................................................................................... 2
Identification of Need ............................................................................................................................... 3
Information Search ................................................................................................................................... 3
Evaluation of Alternatives ......................................................................................................................... 3
Purchase Process ...................................................................................................................................... 3
Post Purchase Evaluation. ......................................................................................................................... 3
Managerial Implications (Varghese) ............................................................................................................. 3
Conclusion ..................................................................................................................................................... 3
Executive Summary:
As part of consumer behavior study, we are critically analyzing the purchase and usage of
Samsung Automatic Washing machine. We will be analyzing the marketing communication
available in the market and the purchase behavior of the same.

Product Category:
Based on secondary data and your experience explain the following aspects for buying behaviour of
Product Category in India.

Need
Usage
Benefits
Motivation

Brand Communications
Select advertisements of the Brand for analysis of brand communications:

Brand Advertisements

Magazine Ad – 1
Newspaper Ads – 2
Television Commercial – 2
Other communications

All the print and television advertisements selected should be after 2015 and released in India.
Classify the communications into central and peripheral route of Persuasion.
Identify the cognitive and affective components of communication.
Differentiate the positive and negative reinforcements of advertisements if any.

Consumer level data

Select one current user (household) for the brand in Kerala. The current user should have been
using the Product Category for atleast 3 months. The SEC can be A, B or C.

Describe the Consumer Decision Making Process using the following steps.
Identification of Need
Information Search
Evaluation of Alternatives
Purchase Process
Post Purchase Evaluation.

Managerial Implications
Is there linkage between the Product category aspects and the brand communications?
Are their gaps between what is communicated and what is experienced by the users?
Compare the importance of internal and external influences in purchaser of this product category.
Any other insights specific to the product category or the selected brands in terms of
consumption behaviour understood as part of the study.

Conclusion